"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010

Blend Interactive
Blend InteractiveEditor at Blend Interactive
••
Why Conversational Marketing Matters:Engagement in the Age of Stratification ,[object Object],Deane Barker,[object Object],Content Management Practice Director,[object Object],Blend Interactive,[object Object]
Blend Interactive,[object Object],EPiServer Partner since 2008,[object Object],2009 North American Partner of the Year,[object Object]
Sioux Falls, South Dakota, USA,[object Object]
Image by S.K. Photography,[object Object]
Image by Dean Franklin,[object Object]
@gadgetopia,[object Object]
Why this topic?,[object Object],Conversational marketing is becoming more and more important to customers.,[object Object],EPiServer has a great story to tell.,[object Object]
A Cultural Disclaimer,[object Object]
What is conversational marketing?,[object Object],Un-marketing,[object Object],Marketing through dialogue rather than monologue,[object Object],Marketing which allows the prospect to talk back,[object Object],Participating in a conversation about your industry, brand, or customer’s interest,[object Object]
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
Harmony Tweets,[object Object],Very soft sell,[object Object],Targeted an interest of their pool of prospective customers,[object Object],Encouraged the community to talk amongst themselves,[object Object],Connected to other communication channels,[object Object],Involved other organizations,[object Object]
Why has marketing become conversational?,[object Object],Marketing has stratified and technology is making it easier to cut out.,[object Object],Technology has brought us back to the classic marketplace where consumers converse with each other.,[object Object]
Big Point #1,[object Object],Marketing has stratified and technology is making it easier to cut out.,[object Object]
Integrated Advertising,[object Object]
The Commercial Break,[object Object]
Marketing Stratification,[object Object]
Stratification,[object Object],Image by Matt Mechtley,[object Object]
Stratification,[object Object]
Stratification,[object Object]
Zenith Space Commander,[object Object],Image by Jim Rees,[object Object]
The VCR,[object Object]
Tivo / DVR,[object Object]
RSS,[object Object]
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
AdBlock Plus,[object Object]
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
Traditional Model,[object Object]
Traditional Model,[object Object]
Integrated Model,[object Object]
Integrated Advertising,[object Object]
Marketing has stratified,[object Object],Technology has made it easier to cut out,[object Object],Marketing has started to integrate back into content,[object Object]
The $1Million Question,[object Object],In a world where consumers can pick the marketing they’re exposed to, why would they pick yours?,[object Object]
Big Point #2,[object Object],Technology has brought us back to the classic marketplace where consumers converse with each other.,[object Object]
The Cluetrain Manifesto,[object Object]
“Markets are conversations”,[object Object]
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
Marketing isn’t changing. Rather, it’s changing back.,[object Object]
The relative isolation of the consumer has ended.,[object Object]
Consumers trust other consumer recommendations 78% of the time,[object Object],82% of customers who read reviews from other customers claim they were affected by those reviews,[object Object],Eight out of 10 customers trust brands more if they offer customer reviews.,[object Object]
What is a brand?,[object Object]
“The experiential aspect [of a brand] consists of the sum of all points of contact with the brand…”,[object Object],Wikipedia, “Brand”,[object Object]
The conversation is a “point of contact” you cannot control.,[object Object]
A conversation is happening right now about your brand.,[object Object],The only question: are you in on it?,[object Object]
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
The Saga of Jeremy Hermanns,[object Object]
The Saga of Jeremy Hermanns,[object Object]
The Saga of Jeremy Hermanns,[object Object]
Conversation FAIL.,[object Object]
Conversations about your brand are happening whether or not you’re involved.,[object Object],There is value in participating in these conversations.,[object Object],There is also considerable peril.,[object Object],There’s even more value in initiating, hosting, and branding these conversations.,[object Object]
Case Studies,[object Object]
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010
Thank You,[object Object],http://gadgetopia.com,[object Object],http://blendinteractive.com,[object Object],deane@blendinteractive.com,[object Object],@gadgetopia,[object Object]
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"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010

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Presented at the EPiServer Partner Summit 2010 by Deane Barker.

Blend Interactive
Blend InteractiveEditor at Blend Interactive

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"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010

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Editor's Notes

  1. Maria wanted a non-technical presentation.We need to find ways to get people to purchase Community, not just CMS.
  2. What worked in North America might not work in Europe.
  3. What worked in North America might not work in Europe.
  4. What worked in North America might not work in Europe.
  5. Jack Paar hosted the tonight show from 1957 to 1962.
  6. What worked in North America might not work in Europe.
  7. Jack Paar hosted the tonight show from 1957 to 1962.
  8. A few thousand years ago there was a marketplace. Never mind where. Traders returned from far seas with spices, silks, and precious, magical stones. Caravans arrived across burning deserts bringing dates and figs, snakes, parrots, monkeys, strange music, stranger tales. The marketplace was the heart of the city, the kernel, the hub, the omphalos. Like past and future, it stood at the crossroads. People woke early and went there for coffee and vegetables, eggs and wine, for pots and carpets, rings and necklaces, for toys and sweets, for love, for rope, for soap, for wagons and carts, for bleating goats and evil-tempered camels. They went there to look and listen and to marvel, to buy and be amused. But mostly they went to meet each other. And to talk.In the market, language grew. Became bolder, more sophisticated. Leaped and sparked from mind to mind. Incited by curiosity and rapt attention, it took astounding risks that none had ever dared to contemplate, built whole civilizations from the ground up. Markets are conversations. Trade routes pave the storylines. Across the millennia in between, the human voice is the music we have always listened for, and still best understand.
  9. Aggregated blogs, tweets, and let users ask questions about IT infrastructure. Users got real value out of the questionsThe questions were not exclusive to Sun technologies
  10. This came out of the other campaignWas focused around business, rather than IT questions. It went after a core audience.
  11. Prompted users with suggestion hash tags for their side.Average time on-site was 3+ hours.
  12. Aggregated tweets from C-level execs across the Internet.
  13. Integrated with both Aardvark and Twitter to allow people to ask questions and have them answered.